Last mile marketing
Designing a cloud-based platform to help retail marketers discover hyperlocal events, plan local activations, and measure field marketing results.
The Problem
National retailers face a persistent challenge in local marketing: corporate teams set the strategy, but execution at the local level is inconsistent, opaque, and hard to measure. Field Day (formerly Local ID) was built to solve this “last mile” problem — giving local marketers the tools to discover hyperlocal events and opportunities, slice and dice them by market, zip code, and demographics, and then plan, execute, and track local marketing activities.
Our Approach
The engagement began with a requirements review and competitive research phase to understand the local marketing landscape. We then developed UX concepts — sitemap, user flows, and wireframes — before translating Field Day’s brand into a UI style guide and high-fidelity mockups.
The Product
The result was a cloud-based platform with a companion native mobile app, giving retail marketers the data and tools to discover, activate, record, and measure their local marketing initiatives. Field Day empowered local marketers to execute with speed and precision, while giving corporate leadership the visibility to surface and share winning local tactics across the organization.
